Marketing Channel Optimisation: Achieving competitive advantage in higher education recruitment


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Based on survey responses from over 9000 students globally, the findings will allow institutions to optimise their marketing channels in a bid to enhance attraction and engagement efforts, while surpassing competitive markets in the recruitment of international and domestic students. Download the report @

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Marketing Channel Optimisation: Achieving competitive advantage in higher education recruitment

  1. 1. Private and confidential. Marketing Channel Optimisation: Achieving competitive advantage in higher education recruitment Fabian Marrone VP of Marketing 22 January 2014
  2. 2. Private and confidential. Lack of strategy and direction Malaysia has stiff competition when it comes to the recruitment of international and domestic students — the brain drain Legacy channels are harder to measure Digital marketing — in-depth reporting, data and analysis Big data, student profiling and behaviour mapping 2 Why marketing optimisation?
  3. 3. Private and confidential. 9237 people responded 420 of whom were Malaysian 179 countries 184 nationalities 331 lines of enquiry 5 universities and 3 web assets 3 Survey framework
  4. 4. Private and confidential.4 Survey framework Demographics and study interests Information sources and influences Awareness and engagement Communication preference and frequency Final report can be split by: - aggregated result (domestic, international and total cohort) - region - country and nationality - other groupings (BRICS).
  5. 5. Private and confidential. Demographics
  6. 6. Private and confidential.6 48% of respondents have a household income of less than $USD25k 72% of Malaysians
  7. 7. Private and confidential.7 14% access information about institutions on a mobile device 20% for Malaysians
  8. 8. Private and confidential.8 18% of international students are interested in distance learning and 38% in part-time study 14% and 29% respectively for Malaysians
  9. 9. Private and confidential.9 MOOCs Which country do you currently live in - Response Very interested Philippines 39.71% Indonesia 26.42% China (PRC) 25.26% Vietnam 19.09% India 14.02% Singapore 13.82% Malaysia 13.24% Country/region % very interested Africa 18.11% Americas 25.50% Asia 17.48% Europe 17.56% Oceania 21.47% Total 19.03% MOOCs Very interested Very interested 19.00%
  10. 10. Private and confidential. Information sources
  11. 11. Private and confidential.11 Web, email and online prospectuses and are the top three sources of information Web, uni fairs and email communications respectively for Malaysians
  12. 12. Private and confidential.12 Teaching quality, subjects available, and academic reputation are the most important (top three) factors when selecting a university In comparison, tuition fees rank third for Malaysians
  13. 13. Private and confidential.13 Scholarships, teaching quality and academic reputation are the most important (top three) factors when choosing between two universities Scholarships, academic reputation and tuition fees rank in the top three for Malaysians
  14. 14. Private and confidential. Teaching quality is the most important (#1) factor when selecting an institution 14
  15. 15. Private and confidential. Engagement and awareness
  16. 16. Private and confidential.16 43% are following you on social media 46% of Malaysians are following universities on social media
  17. 17. Private and confidential.17 Almost half of Facebook users also use Google+
  18. 18. Private and confidential.18 Nearly three-quarters of all Chinese respondents are Sina Weibo users, but half also have Facebook
  19. 19. Private and confidential.19 Twice as many people (17.29%) engage with social media {events and fairs at 8.17%} In Malaysia, it’s more equal at 55% and 54% respectively
  20. 20. Private and confidential.20 Malaysians are more likely to communicate via social media than the average
  21. 21. Private and confidential.21 India students have the highest use of social media
  22. 22. Private and confidential. Communication and frequency
  23. 23. Private and confidential.23 Throughout their ‘journey’, all students, including Malaysians, want institutions to get in touch via email at a weekly frequency
  24. 24. Private and confidential. Thank you